Lookup NU author(s): Dr Mina Tajvidi,
Dr YiChuan Wang
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).
A model of brand value co-creation by integrating its the antecedents of interactivity, social support, and relationship quality is proposed. Empirical data was collected from the brand pages from a social networking website in China. Structural equation modelling was adopted to analyze the data. The results demonstrate that interactivity, specifically, consumer-consumer interaction and consumer-seller interaction, positively affects social support, which in turn enhances consumers’ intention to co-create brand value. The research contributes to the extant literature by providing an underlying understanding of how customers engage in brand value co-creation activities within social commerce context.
Author(s): Tajvidi M, Wang Y, Hajli N, Love PED
Publication type: Article
Publication status: Published
Journal: Computers in Human Behavior
Pages: epub ahead of print
Online publication date: 08/11/2017
Acceptance date: 05/11/2017
Date deposited: 06/11/2017
ISSN (print): 0747-5632
ISSN (electronic): 0747-5632
Notes: ABS 3*
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